A study from AYTM Market Research found that Americans are using Yahoo, but its user base has dropped considerably in recent years.

A report from AYTM Market Research found that 43 percent of consumers use Yahoo search at least sometimes. While the company’s market share has dwindled considerably recently, AYTM’s results, paired with the news of Marissa Mayer’s CEO appointment, could mean a resurgence for Bing SEO. However, many have wondered if Mayer could spell the end of the Yahoo-Bing partnership.

According to the survey, 65.8 percent of consumers have used Yahoo search in the past. The difference between current and former figures for Yahoo demonstrates the company’s struggle to maintain its position as a leader within search. Even with the Bing partnership, which came about in late 2010, Yahoo appears to have becoming decreasingly relevant to the general public.

Marketers looking to develop SEO strategies for their companies enter a dynamic playing field . Whether it’s Google or Bing, best practices for attaining a strong search standing frequently change, though they always revolve around the greater goal of providing users with content of the highest quality.

At the moment, marketers looking to use content marketing and SEO as part of their search plans can focus on Google and Bing developments to succeed. Recently, Yahoo tried to distinguish itself in the market with the rollout of Yahoo Axis, which represented a major rethinking of search for the company, Brafton reported. However, the tool has struggled to demonstrate any traction for Yahoo since its launch.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.